Top Banner

Click here to load reader

Social Media: It's Not What You Say That Matters

Apr 21, 2017

ReportDownload

Business

  • ITS NOT WHAT YOU SAY THAT MATTERS, ITS WHAT YOU DO.

    2009 Paul Isakson Paul Isakson - paulisakson.com

    http://www.paulisakson.com/http://www.paulisakson.com/

  • The Worlds BestSocial Media MarketingPresentation* by Paul IsaksonHead of Strategyspace150paulisakson.com

    2009 Paul Isakson*A tribute to Paul Arden

  • What well cover:Why social media mattersMarketing and social mediaConnecting with peopleIf you cant do any of this...

    2009 Paul Isakson

  • Why does social media matter?

    2009 Paul Isakson

  • Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

    2/3Global Internet Population Visit Social Networks

    Flickr // Spencer E Holtaway

    2009 Paul Isakson

    http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/

  • Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#

    4/5U.S. Online Adults Participate In Social Media

    Flickr // davefishernc

    2009 Paul Isakson

    http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#http://www.flickr.com/photos/[email protected]/3413070834/http://www.flickr.com/photos/[email protected]/3413070834/

  • Flickr // NathanFromDeVryEET

    The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average growing 18% between December 2007 and December 2008.

    Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

    2009 Paul Isakson

    http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

  • All of this is creating a growing number of

    conversations...

    2009 Paul Isakson

  • both in social media and in peoples real world lives.

    2009 Paul Isakson

  • Often, these conversations are of minimal importance

    to marketing or your brand.

    2009 Paul Isakson

  • But sometimes, they are about, or are related to,

    your brand.

    2009 Paul Isakson

  • Why does that matter?

    2009 Paul Isakson

  • "Your brand is no stronger than your reputation and will increasingly depend on what comes up when you are Googled."

    Allan JenkinsGlobal Communications Consultant

    2009 Paul Isakson

  • Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 2009 Paul Isakson

    http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641

  • 2009 Paul Isakson

    PEOPLES BEHAVIORS ARE CHANGING

  • A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...

    Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

    Flickr // Rain Rabbit2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/3253782871/http://www.flickr.com/photos/[email protected]/3253782871/

  • A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...

    Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

    Flickr // Rain Rabbit

    A REVOLUTION IS IN PROCESS

    2009 Paul Isakson

  • ITS TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS

    Flickr // Andrew Huff2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/540122999/http://www.flickr.com/photos/[email protected]/540122999/

  • THE FUTURE OF MARKETING IS NOT ABOUT DOING AND

    SAYING THINGS TO PEOPLE

    Flickr // Arnisto.com2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/1715332001/http://www.flickr.com/photos/[email protected]/1715332001/

  • THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE

    2009 Paul Isakson Paul Isakson - paulisakson.com

    http://www.paulisakson.com/http://www.paulisakson.com/

  • Marketing and social media

    2009 Paul Isakson

  • People dont want marketing

    messages in social networks or when they are having a dinner party.

    Jason CalacanisCEOMahalo.com / Internet Entrepreneur

    Flickr // ElectricSheep2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/21813314/http://www.flickr.com/photos/[email protected]/21813314/

  • People dont want marketing

    messages in social networks or when they are having a dinner party.

    Jason CalacanisCEOMahalo.com / Internet Entrepreneur

    DONT MARKET TO PEOPLE

    2009 Paul Isakson

  • Facebook

    Flickr

    Blogs Twitter

    MySpaceLast.fm

    LinkedIn

    YouTube

    Digg

    FriendFeed Delicious

    Wikipedia

    PlaxoPandora Seesmic Vimeo

    Marketing in social media

    is often narrowly viewed

    and talked about as the

    tools people use within it.

    2009 Paul Isakson

  • (When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.

    Jeremiah OwyangSenior Industry AnalystForrester Research

    Flickr // shinyai2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/2966533302/http://www.flickr.com/photos/[email protected]/2966533302/

  • Companies approach social media in two different ways.

    The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.

    The second type of company scans the seascape, and understands the fish theyre trying to reach. As a result, they are more successful in connecting with customers and catch the big fish... Fish where the fish are.

    Jeremiah OwyangSenior Industry AnalystForrester Research

    Flickr // shinyai

    DONT FOCUS ON THE TOOLS

    2009 Paul Isakson

  • The power of social media is found in the results of people using these tools the creation of self-organized communities of likeminded people making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services.

    Flickr // daveandsima2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/1166482591/http://www.flickr.com/photos/[email protected]/1166482591/

  • IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT.2009 Paul Isakson Paul Isakson - paulisakson.com

    http://www.paulisakson.com/http://www.paulisakson.com/

  • What are people organizing around?

    2009 Paul Isakson

  • SharedBeliefs

    SharedInterests

    SharedValues

    2009 Paul Isakson Paul Isakson - paulisakson.com

    http://www.paulisakson.com/http://www.paulisakson.com/

  • How do we connect with people?

    2009 Paul Isakson

  • 2009 Paul Isakson

  • Technographics

    2009 Paul Isakson

  • This isnt what matters.

    2009 Paul Isakson

  • Technographics

    This is.

    2009 Paul Isakson

  • Flickr // e-magic2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/56206868/http://www.flickr.com/photos/[email protected]/56206868/http://www.flickr.com/photos/[email protected]/56206868/http://www.flickr.com/photos/[email protected]/56206868/

  • 2009 Paul Isakson

    PEOPLES BEHAVIORS ARE CHANGING

  • What people are doing?

    2009 Paul Isakson

  • The

    Main Behaviors in Social Media

    5 ConnectingCollaboratingCreatingSharing Consuming

    2009 Paul Isakson Paul Isakson - paulisakson.com

    http://www.paulisakson.com/http://www.paulisakson.com/

  • The

    Main Behaviors in Social Media

    5 ConnectingCollaboratingCreatingSharing Consuming

    2009 Paul Isakson

  • People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs.

    Flickr // alexkess

    Connecting

    2009 Paul Isakson

    http://www.flickr.com/photos/akc77/3370167184/in/photostream/http://www.flickr.com/photos/akc77/3370167184/in/photostream/http://www.flickr.com/photos/akc77/3370167184/in/photostream/http://www.flickr.com/photos/akc77/3370167184/in/photostream/

  • Thought Starters:

    What values, beliefs and interests do you share with the people who buy your products and/or services?

    Where are those people already spending time that you could connect with them through those things?

    How can you connect people to other people and things that will help them accomplish their goals?

    Connecting

    Flickr // chrisjohnbeckett2009 Paul Isakson

    http://www.flickr.com/photos/[email protected]/44651170

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.